Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage.Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage. By Pat Fallon and Fred Senn. Harvard Business School Harvard Business School, officially named the Harvard Business School: George F. Baker Foundation, and also known as HBS, is one of the graduate schools of Harvard University. Press, 225 pages. $26.95. [ILLUSTRATION OMITTED] Okay, maybe the finance suite isn't the best place to look for creative thinking about "the brand" or big marketing ideas. But a central tenet in "Juicing the Orange" is that executives have more creativity in their organizations than they realize, yet often inadvertently stifle it or channel it inappropriately. Authors Pat Fallon and Fred Senn, co-founders of the hugely successful advertising boutique now known as Fallon Worldwide Please help [ rewrite this article] from a neutral point of view. Mark blatant advertising for , using . , trace their own experiences with a slew of blue-chip customers like Citibank, United Airlines, BMW BMW in full Bayerische Motoren Werke AG German automaker. Founded as an aircraft engine manufacturer in 1916, the company assumed the name Bayerische Motoren Werke and became known for its high-speed motorcycles in the 1920s. and Holiday Inn Express. Along the way, they offer some key lessons that deal with: associating a "proprietary emotion" with your brand (presumably pre·sum·a·ble adj. That can be presumed or taken for granted; reasonable as a supposition: presumable causes of the disaster. , a positive one); "outpacing the commoditization Commoditization 1. A situation when illiquid financial contracts are changed or modified in a way that promotes trading and results in a more liquid market. 2. Making a product into a commodity. Notes: 1. " of your products; spurring customers to seek out your brand; reinvigorating and repositioning mature or damaged brands; and selecting the best media for your message. The book is lively and conversational, but is also more than a bit self-congratulatory. Still, it makes for stimulating reading and offers some arresting thoughts about how mature or even worn-out brands can be reinvigorated by unconventional thinking and clever advertising. |
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